Event Management Case Study: Lorne

Published on 06 August 2019

Riding on foreshore in Lorne

Amy’s Gran Fondo is a great case study of how the local trader group can work together with an event promoter to achieve mutually beneficial outcomes.

Each September, the Gran Fondo brings some 5,000 cyclists plus accompanying friends and family to our region for a weekend of cycling participation and entertainment events, including rides on a fully closed Great Ocean Road on the Sunday.

Following last year’s event, the Lorne Business & Tourism Association (LBTA) proactively led a series of workshops and discussions with the Amy Gillett Foundation, who own and operate the event.

By engaging with the Foundation early, the trader group was able to negotiate a number of initiatives aimed at improving the event experience for both participants and the host township.

This includes:

  • the reduction of road closures on the Saturday,
  • the removal of a criterium race element of the event;
  • the re-location of the event village from the foreshore to the main street;
  • the removal of the post-ride meal as an inclusion with the event entry price.
  • moving event registrations to the Visitor Information Centre, providing greater opportunity to promote additional activities and attractions, encouraging higher yield and extended stays.

Council’s Co-ordinator Events, Kate Patterson, said “After a lot of hard work, we are thrilled that the Gran Fondo organisers have adopted such a collaborative approach with the Lorne community. Ultimately, we want our businesses and residents to embrace events, while recognising that there will always be impacts to manage; particularly with events involving road closures. By getting together and planning early for the 2019 event, we believe that this year’s Gran Fondo weekend will deliver a vastly improved experience for all involved – the riders, their families and our local community.”

Events play an important role in driving visitation and expenditure to our townships, particularly in the off-peak period. Council’s Events team work closely with major event organisers to identify opportunities for integrating and involving local businesses, as well as working to minimise disruptions which can arise through road closures and other event infrastructure.

For further information on Amy’s Gran Fondo, visit www.amysgranfondo.org.au.